Restaurants are always searching for new ways to attract customers and stand out from competitors.
A new study suggests that augmented reality (AR) menus—menus that use smartphone technology to show interactive 3D images of food—could be a powerful tool to draw people in and improve how they view a restaurant.
Researchers from Washington State University found that AR menus can increase people’s interest in visiting a restaurant and encourage them to recommend it to others.
The study, published in the International Journal of Hospitality Management, compared AR menus with traditional printed menus and QR-code menus.
Augmented reality menus work by using a smartphone camera to overlay digital images onto the real world.
When customers point their phones at the menu, they can see lifelike 3D versions of dishes appear on their screen.
In this study, diners could also tap on individual ingredients to learn where they came from and how the food was produced, offering a farm-to-table experience in a highly visual way.
Lead researcher Soobin Seo said that many customers today want to know more about the origins of their food, but how that information is presented makes a big difference. AR technology allows restaurants to share these details in a way that feels engaging and easy to understand.
In the first experiment, participants were shown one of three menu types at a simulated restaurant: a printed menu, a QR-code menu, or an AR menu.
Those who used the AR version reported a stronger desire to visit the restaurant and were more likely to share their experience with others. They also felt more immersed and believed they had learned more about the food.
The researchers conducted a second experiment to see how AR menus would affect different kinds of restaurant brands. They compared customer reactions to AR menus from Panera Bread, which is generally seen as a healthier chain, and McDonald’s, which is often viewed as less healthy.
While AR menus improved perceptions for both brands, the boost was larger for McDonald’s. The researchers suggest that when expectations are low, transparent and interactive information can have a stronger impact.
The study also found that AR menus work best when the technology fits a restaurant’s overall image. For example, a modern or innovative restaurant might benefit more from AR than one known for tradition. Even so, the researchers believe the technology is becoming affordable and practical for many businesses, including small independent restaurants.
Beyond marketing advantages, AR menus may also encourage sustainability. By highlighting where ingredients come from, restaurants may feel more motivated to source food responsibly and support local farmers. Customers, in turn, gain a better understanding of what they are eating.
The researchers say AR menus are not just a flashy gimmick. When used thoughtfully, they can provide meaningful information, enhance the dining experience, and strengthen trust between restaurants and customers.
As the technology becomes more common, seeing your meal come to life on your phone before you order could soon be part of everyday dining.
